Picture this: I find myself at Doha airport in Qatar, scouring the duty free for some Irish or Scotch whisky. However, as I looked at the extensive and somewhat familiar boring selection, my gaze wandered towards the bourbon section, driven by an insatiable curiosity and a bourbon drive from the likes of @whiskeygraeme and @causewaywhiskey. Amongst the familiar Jack Daniel’s offerings in all their diverse forms, a delightful surprise awaited me—a brand new Jack Daniel’s single malt. Considering my past love for Jack Daniel’s before I embarked on my journey into the world of whiskey, this discovery resonated with all my preferences and desires.

Greeted by the captivating tagline ‘Say hello to richer sipping,’ as I laid eyes on the bottle, I found myself instantly captivated. In all honesty, nothing else stood out to me: the standard overpriced ‘special edition’ travel retail rubbish just didn’t cut it. However, this whiskey was something that was frequently posted on social media with friends directly messaging me, “how bizarre is this?” and “I wonder what this tastes like?” Well, it was time. I should have reconsidered buying it given the fact they were giving away free Jack Daniel’s fake leather bags with them…the warning signs were there.

It’s a common fact, Jack Daniel’s has been an iconic Tennessee whiskey, with occasional ventures into the world of rye. Regrettably, during a visit to the distillery last year, I was also forced to try their apple, cinnamon, and honey-flavoured expressions, which left me pondering the motives behind Jack Daniel’s choices. I ask this question rhetorically, already cognisant of the answer. It’s clear that the challenge of catering to the evolving palates of newer, younger consumers has prompted some brands to think beyond the conventional, often resulting in the unfortunate adulteration of their original spirits with rather lacklustre additions.

However, it seems like Jack Daniel’s has at least reconsidered their position. During the Tax Free World Association World Exhibition & Conference, Jack Daniel’s owner, Brown-Forman, a Global Travel Retail marketing specialist divulged that there was an upcoming re-emphasis going to be placed on higher-end products and exclusives due to the drink’s giant recognising that, while the premiumisation trend continues to sell well, the company has, historically, not made enough of its single barrel variants under the Jack Daniel’s brand and this is something it is trying to rectify.

This is certainly a breath of fresh air, particularly for the dedicated enthusiasts of Jack Daniel’s. The introduction of a single malt offering to their repertoire not only broadens their range but also positions them in competition with esteemed single malt dedicated distilleries like Westland and Balcones. This new release embodies all the quintessential qualities of a true single malt, notably owing to its maturation in oloroso sherry casks from Andalucia, Spain.

Remarkably, it upholds the timeless Jack Daniel’s attributes, from the charred white oak barrels to the meticulous process of charcoal ‘mellowing.’ Aside from the finishing and the mash, every other facet remains consistent and true to the Jack Daniel’s legacy.

Jack Daniel’s Single Malt

Price: £80 only available at airports.

ABV: 45%

Nose: In true JD style, there’s lots of soft caramel notes, however it feels like they’re more nuanced than your typical jack Daniel’s, which is accompanied by runny honey notes; it’s a real sweet nose. There are also however, some fruity notes such as the raisins, toasted malt load and sultanas, a real indication of oloroso finishing.

Palate: The sweet notes come through even clearer this time around, and the caramel is accentuated to a hot caramel sauce note, with the honey almost transforming into a butterscotch type note. The sugary fruit comes through again, with syrupy prunes and spiced chocolate raisins too.

Finish: There is certainly some heat generated by the cinnamon and fiery ginger snaps, but other than some penny toffee chews, there is little more to score against, or to enjoy for that matter.

Summary

And there you have it, a rather poor score for a whiskey that doesn’t quite meet our high expectations. Strangely enough, it carries all the hallmark characteristics of Jack Daniel’s. Of course, the standout distinction lies in its mash bill, but it’s undoubtedly the impact of the charcoal mellowing process that Jack Daniel’s rigorously adheres to. I can’t help but feel that this process exerts an overwhelming, almost ‘sweetening’ influence, overshadowing the attributes one might expect from a single malt, not to mention the subtle nuances of sherry finishing.

Moreover, the price is undeniably extravagant, surpassing what I had initially intended to spend. Yet, my curiosity prevailed, and I couldn’t resist giving it a try, even knowing it won’t find a replacement in my collection. What I genuinely appreciate about this particular release, however, is everything else it brings to the table. I admire Jack Daniel’s adventurous spirit in venturing beyond their usual territory, defying their own established norms. It’s a daring departure, one that might not be an instant hit but reflects the boldness required to succeed in today’s ever-evolving market.

Furthermore, the bottle exudes an air of sophistication, with its regal shade of blue that sets it apart and makes it highly noticeable.

There we have it, a bit of a flop for me, but certainly a bold move for Jack Daniel’s, I hope there is more to come!

Score: 4.5/10